ANALYSIS OF CONSUMER DECISION MAKING BEFORE AND AFTER WORD OF MOUTH PROMOTION IN MANADO (CASE STUDY OF GOJEK SERVICES)
Abstract: Transportation takes
a crucial part to support human being activity is needed to help the people to
do the various activities, supported by an increasingly widespread Internet. In
this era, the users of transportation services expect a convenient, safe and
affordable services, therefore the people of Indonesia is now in an uproar with
the service-based online services in this application service online driver. In
this case the Service Company can be seen the reputation of the use of its
brand by providing the best experience to be a natural consumer, so that the
company and others could know the standard services of a company through word
of mouth promotion. Research objectives are to identify Consumer Decision
Making Before and After Word Of Mouth of Go-Jek Services. This research is
using in-depth interview and observation as the primary data while some
journals, textbooks and some related literature are used as the secondary data.
The results, there is a significant difference between before and after word of
mouth promotion on consumer decision making. This can be concluded that company
should care word of mouth promotion on consumer decision making based on
consumer trust and consumer satisfaction.
Keywords: marketing, consumer
decision making, marketing communication, word of mouth
Penulis: Beybs Angela, Sifrid
S. Pangemanan, Farlane S. Rumokoy
Kode Jurnal: jpmanajemendd180219
